Hungering for the past: Nostalgic food labels increase purchase intentions and actual consumption

Abstract

We proposed that nostalgic labels strengthen the appeal of food items when the items are intrinsically nostalgic (e.g., related to one's childhood). Nostalgic labels do so by fostering a sense of food comfort (i.e., safety and security) among potential consumers. Experiment 1, testing a Chinese sample, confirmed that nostalgic (vs. descriptive) labels strengthen purchase intentions of food items when such items are intrinsically nostalgic. Experiment 2 showed that nostalgic (vs. descriptive) food labels strengthen purchase intentions of intrinsically nostalgic items, and do so by virtue of their capacity to elevate food comfort. This experiment tested a U.S. sample, thus broadening the cross-cultural generalizability of the findings. Experiment 3, testing a Chinese sample, replicated the Experiment 2 findings using nostalgic versus descriptive labels of a food item, and ruled out the influence of an alternative mediator, perceived food healthiness. Finally, Experiment 4, testing also a Chinese sample, revealed that restaurant dishes are more likely to be consumed when advertised with a nostalgic (than descriptive) label. The current work makes theoretical contributions to literature on food consumption and emotions, and has practical implications for harnessing nostalgia for dietary purposes.